Module Details

Module Code: MRKT7022
Title: Digital Mktg, SEO & Analytics
Long Title: Digital Mktg, SEO & Analytics
NFQ Level: Intermediate
Valid From: Semester 1 - 2023/24 ( September 2023 )
Duration: 1 Semester
Credits: 5
Field of Study: 3420 - Marketing & Advertising
Module Delivered in: 1 programme(s)
Module Description: This module will provide students with an introduction to digital marketing principles and practice. An overview of the digital context in which businesses now operate will be covered along with social media marketing tools and strategies. Search Engine Optimisation (SEO) will also be a focal point and students will also learn how to interpret digital analytics data in order to understand drivers of website traffic and the customer journey online.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Evaluate the role of digital marketing and the platforms available to engage with the digital consumer.
LO2 Create social media marketing content using relevant strategies and tools.
LO3 Apply Search Engine Optimization techniques.
LO4 Explore web analytics key concepts and best practices.
LO5 Formulate a plan to interpret actionable web analytics data.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Digital Marketing Environment
The digital marketing environment and the role of digital advertising. Understanding and engaging with the digital consumer.
Social Media Marketing
Creating social media marketing content across various platforms and targeting the appropriate audience.
Search Engine Optimization
The factors that affect a website's visibility and applying SEO techniques to generate additional traffic.
Web Analytics Principles
Key web analytics concepts and techniques. Effective measurement plans to facilitate decision making.
Evaluating Digital Performance
Measuring a website's results through the use of analytics data. Using web analytics reports to improve digital marketing efforts.
Module Content & Assessment
Assessment Breakdown%
Coursework100.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 50
Timing Week 7 Learning Outcomes 1,2
Assessment Description
Project assessing knowledge of digital marketing and social media marketing.
Assessment Type Other % of Total Mark 50
Timing Week 13 Learning Outcomes 3,4,5
Assessment Description
Case study / project applying knowledge of SEO and Web Analytics
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lectures on the theory and concepts of social media marketing, SEO and web analytics Every Week 2.00 2
Lab Contact Labs covering practical digital marketing and web analytics applications Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Independent study to meet learning outcomes of module Every Week 4.00 4
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Lectures on the theory and concepts of social media marketing, SEO and web analytics Every Week 1.00 1
Lab Contact Labs covering practical digital marketing and web analytics applications Every Week 1.00 1
Independent & Directed Learning (Non-contact) Non Contact Independent study to meet learning outcomes of module. Every Week 5.00 5
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • John Head. (2015), Pro WordPress Marketing and Search Engine Optimization, Apress, [ISBN: 978-143026800].
Supplementary Book Resources
  • Gary Angel. (2015), Measuring the Digital World: Using Digital Analytics to Drive Better Digital Experiences, 1st. Routledge, [ISBN: 978-013419508].
  • Dave Chaffey, Fiona Ellis-Chadwick. (2015), Digital Marketing, 6th. Pearson, [ISBN: 1292077611].
  • Tracy L. Tuten & Michael R.Solomon.. (2015), Social media marketing, 2nd. Thousand Oaks; Sage Publications, [ISBN: 9781473913004].
  • David Amerland. (2015), SEO Help: 20 Semantic Search Steps that Will Help Your Business Grow, 1st. New Line Publishing, [ISBN: 978-18448197].
Recommended Article/Paper Resources
Supplementary Article/Paper Resources
  • Pierre M. Fiorinia, Lester R. Lipskyb. (2012), Search marketing traffic and performance models, Computer Standards & Interfaces, Volume 34, Issue 6, November 2012, p.517.
  • Bernd Skieraa, Jochen Eckertb, Oliver Hinzc. (2010), An analysis of the importance of the long tail in search engine marketing, Electronic Commerce Research and Applications, Volume 9, Issue 6, November–December 2010, p.488.
  • Moreno, Lourdes Martinez, Paloma. (2013), Overlapping factors in search engine optimization and web accessibility, Online Information Review.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_BBTCO_7 Bachelor of Business in Business Technology and Communications 5 Mandatory